Abstract
You hear the language of strategy in all walks of modern life: in sport, politics, travel, dieting, personal finance, economics and, of course, business. Everybody it seems wants to be strategic today. And, especially, inside contemporary organisations. Business, government, non-profit and non-governmental organisations alike, they all have strategies and nothing moves and no plans are made without one. We have strategies for the long term, for the short term and for every aspect of the organisation ranging from customer services, human resources and, of course, communication. In public relations and communication strategy has become the watchword as well.
Notes
- 1.
Mahoney (2011).
- 2.
- 3.
Kuypers (1973).
- 4.
Habermas (1981), p. 85.
- 5.
Habermas (1981).
- 6.
Holmström et al. (2009).
- 7.
Habermas (1981).
- 8.
Habermas (1981).
- 9.
- 10.
Grunig et al. (2002).
- 11.
Zerfass et al. (2015), pp. 52–56.
- 12.
Zerfass et al. (2015), p. 56. n = 1,330 communication professionals from 20 European countries working in communication departments. Q: Does your organisation have one or more of the following strategies? Item: overall communication strategy or strategies (defining communication goals, stakeholders, key instruments, etc. for the organisation or for specific products/services, persons; etc.). Percentages: based on agreement.
- 13.
- 14.
- 15.
- 16.
Zerfass et al. (2009), pp. 10, 28–33.
- 17.
Zerfass et al. (2011), p. 41. n = 2,209 communication professionals across Europe. Q: In your daily work, how much do you focus on supporting business goals by planning and executing communication? (1 = not at all; 7 = very much) /…do you feel responsible for helping to define business strategies? (1 = never; 7 = always).
- 18.
Werder and Holtzhausen (2009).
- 19.
Tench et al. (2009).
- 20.
Nothhaft (2010).
- 21.
Berger and Meng (2014).
- 22.
Van Ruler and Verčič (2005).
- 23.
Mazzei (2014).
- 24.
Zerfass et al. (2016), pp. 42–53.
- 25.
Zerfass and Viertmann (2017).
- 26.
- 27.
Zerfass et al. (2016), p. 56. Longitudinal evaluation 2007–2016 based on 21,273 responses from communication professionals in 43 countries. Q: Please pick those three (3) issues which you believe will be most important for public relations/communication management within the next three years! Percentages: frequency based on selection as top 3 issue.
- 28.
Moreno et al. (2015).
- 29.
Tench et al. (2014).
- 30.
Zerfass et al. (2015).
- 31.
- 32.
Zerfass et al. (2015), p. 116. n = 1,600 communication professionals working in communication departments across Europe. Q: How do you and your department help to reach the overall goals of your organisation? Scale 1 (rarely) – 5 (very often). Mean values. ** Highly significant differences (Pearson correlation, p ≤ 0.01). * Significant differences (Pearson correlation, p ≤ 0.05).
- 33.
Kiesenbauer and Zerfass (2015).
- 34.
Zerfass et al. (2015), pp. 48–51.
- 35.
Zerfass et al. (2015), p. 117.
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Tench, R., Verčič, D., Zerfass, A., Moreno, Á., Verhoeven, P. (2017). Commandment 6. In: Communication Excellence. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48860-8_6
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